Ant Group expands its partnership with STB to drive tourism demand

Angel Zhao, President of International Business at Ant Group

Ant Group expanded their partnership with Singapore Tourism Board (STB) to make cross-border travel to Singapore more seamless and convenient. The latest partnership builds on a collaboration forged back in 2019 and is focused on driving tourism growth in Singapore through a series of digital and marketing initiatives over the next two years.

What does the partnership mean for Singapore’s tourism?

To strengthen Singapore’s destination appeal among Asian travellers, including key markets like Malaysia, Philippines, S.Korea, and Thailand, Ant Group launched the SingapoReimagine with Alipay+ campaign with STB. As part of SingapoReimagine, STB’s international recovery campaign, it offers fresh and innovative experiences to travellers from these markets, while allowing transactions in Singapore through mobile wallets that they are already familiar with.

The campaign will also highlight exclusive offers to users of the six Alipay+ partner mobile wallets when they travel to Singapore. In addition, Ant Group will progressively expand the Passion Made Possible Privileges (PMPP), a mini programme co-branded with STB to serve tourists to Singapore – previously available only on Alipay – to other Alipay+ mobile wallets.

These initiatives will help Singapore businesses reach and engage a new pool of customers, increasing the visibility and awareness of Singapore’s tourism offerings for visitors before and during their trips to Singapore. As part of the partnership, Singapore Tourism Board and Alipay+ will explore piloting digital solutions with local businesses in areas such as digitalisation of service operations, digital marketing efficiency and enhancing CX.

The new mobile wallets accepted in Singapore are GCash from the Philippines, TrueMoney from Thailand, and AlipayHK from Hong Kong SAR, China, adding to existing partners Kakao Pay from South Korea, Touch ’n Go eWallet from Malaysia and Alipay from the Chinese Mainland. This brings the number of mobile wallets accepted via Alipay+ in Singapore to six.

Travellers with these mobile wallets can easily and securely transact with local businesses across tourism and lifestyle industries that accept Alipay+, including retail shops2 at Changi Airport, ComfortDelgro taxis, hotels, and attractions such as Gardens by the Bay.

What were the executives’ thoughts on the partnership?

Angel Zhao, President of International Business, Ant Group said, “We believe that the benefits of digital innovations can be amplified through open collaborations in the ecosystem.”

“Ant Group is always open to join hands with partners such as Singapore Tourism Board to provide businesses, especially small and micro enterprises the best digital services, including payments and marketing solutions and we are committed to contributing to the digital transformation of industries and create greater value for societies,” Zhao further said.

“We are excited to play a part in promoting Singapore as a top destination of choice for travellers and making travel safe, seamless and efficient through digital solutions like Alipay+.”

STB Chief Executive, Keith Tan commented, “Singapore has seen strong travel demand from Asia since our reopening and we hope our joint initiatives can sustain that demand. The next phase of our partnership will also offer a seamless experience when travellers visit Singapore, build affinity for our destination, and drive the digitalisation of our tourism sector.”

Hong Kong SAR, China, Malaysia, the Philippines, South Korea, Thailand, and Chinese Mainland were among Singapore’s top 15 markets from January to August 2022. Prior to COVID-19, about a third of Singapore’s visitors were from Southeast Asia, another third from China Mainland and the rest of Northeast Asia, and the final third from the rest of the world.